Performance (or affiliate) marketing is often applauded for its ability to drive sales. Publishers are only paid when a visitor to their site is redirected to an advertiser’s site to then make a sale or takes a path to perform a desired action. This model ensures little to no risk taken by the advertiser, while publishers have the freedom to place creatives and utilise a variety of channels of their choice.
Traditionally CPC (cost per click) and CPM (cost per mille) were the formative models of online advertising and was perfectly adequate during the web’s emergence. As online marketers became smarter though, they sought a more accountable approach. Affiliate/performance marketing brought with it the ethos that ensured a benefit from only results and didn’t value interactions which did not lead to conversion.
What's Media Buy?
A media buy is simply what it sounds like, buying media. You purchase advertising on a website or network of websites for a set time or budget. For example, you could email me and offer to buy the 300×250 banner placement on the right side of this post for $250 for a month. You are purchasing that media placement at a set rate for a set time. Often with media buys you will purchase the space at a set CPM (cost per 1,000 impressions). In that case, you would pay maybe $3.00 for every 1,000 times you banner is viewed (not clicked). Sounds good, but why is a media buy better than just buying some traffic on AdWords?
Benefits of a Media Buy
There are a lot of benefits to doing a media buy as an affiliate marketer. With most media buys you can get a direct link approved. So, if the advertiser has put together a great converting landing page there will be no need to put in the time and money to getting your own landing page together to presell the offer. There’s also a huge opportunity to scale.
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